Trump Company Seeks Trademarks For Airports Named After President
DTTM Operations filed USPTO applications for three airport names and related merchandise after a Florida bill to rename Palm Beach International Airport advanced.
Overview
DTTM Operations filed applications with the U.S. Patent and Trademark Office seeking exclusive rights to three airport names: President Donald J. Trump International Airport, Donald J. Trump International Airport and DJT.
The filings were prompted by a Florida bill to rename Palm Beach International Airport, which is four miles west of Mar-a-Lago and would cost roughly $5.5 million to remake signs, uniforms and other items, reports said.
The Trump family company said it will not receive any royalty, licensing fee or financial consideration from the proposed Palm Beach renaming, and did not answer whether it would charge royalties for other airports.
Trademark lawyer Josh Gerben called the filings unprecedented, and the applications include merchandise categories such as clothing, handbags, luggage, jewelry, watches and tie clips, according to filings.
If the name change proceeds, state bills SB 706 and HB 919 would require a governor's signature and the Senate version was approved last month, while the trademark filings are on an intent-to-use basis with the USPTO.
Analysis
Center-leaning sources frame this as a controversial branding move by emphasizing novelty and commercialization: editorial choices highlight a trademark lawyer's 'unprecedented' assessment (source content), describe a 'branding spree', and list unusual merchandise. They present criticism about profiting from the presidency before offering the company's denial, tilting the narrative toward concern.
Sources (3)
FAQ
DTTM Operations filed intent-to-use trademark applications with the U.S. Patent and Trademark Office (USPTO) for the airport names.[1] If approved, these trademarks would grant exclusive rights to use those names commercially. However, the ability to prevent other airports from using similar names depends on trademark law specifics—trademarks typically protect commercial use in specific categories rather than preventing all use of a name. The applications include merchandise categories such as clothing, handbags, luggage, and jewelry,[1] suggesting the primary commercial interest is in branded merchandise rather than operational control of actual airports.
Yes, renaming Palm Beach International Airport would cost approximately $5.5 million in state funds for remaking signs, uniforms, and other items.[1] However, DTTM Operations stated it will not receive any royalty, licensing fee, or financial consideration from the proposed Palm Beach renaming,[1] meaning the company is not directly profiting from the name change itself, though the trademark filings suggest potential future revenue from merchandise bearing the airport names.
Two Florida bills, SB 706 and HB 919, would authorize renaming Palm Beach International Airport.[1] The Senate version (SB 706) was approved last month as of the article's publication,[1] and both bills require the governor's signature to become law.[1] The proposed renaming would affect the airport located four miles west of Mar-a-Lago.
Yes, trademark lawyer Josh Gerben called the filings unprecedented.[1] The unusual aspect is that Trump's company is proactively filing trademarks for airport names before any official renaming occurs, attempting to secure commercial rights to names that may or may not be adopted. The applications cover merchandise categories beyond traditional airport operations, suggesting a strategy to monetize the Trump brand through airport-related products rather than limit themselves to the specific airport renaming in Florida.
DTTM Operations did not answer whether it would charge royalties for other airports beyond the Palm Beach renaming.[1] While the company stated it will receive no financial consideration from the proposed Palm Beach renaming, the silence on royalties for other airports suggests this could become a revenue strategy if other cities pursue similar renamings.
History
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